During the evaluation of alternatives stage of the consumer purchase process, consumers:

• A. focus solely on the price and ignore their willingness to pay
• B. accept the first available product regardless of its value
• C. compare the benefits and costs of different products to determine which offers the greatest consumer surplus
• D. make an immediate purchase without considering other options

Answer: (C)

Verified step by step guidance

1. Understand the context: The evaluation of alternatives stage in the consumer purchase process is when consumers assess different products or services before making a purchase decision.
2. Recall the concept of consumer surplus, which is the difference between what a consumer is willing to pay for a product and the actual price they pay.
3. Recognize that during this stage, consumers compare the benefits (such as quality, features, and satisfaction) and costs (price and other sacrifices) of various options.
4. Understand that consumers aim to maximize their consumer surplus by choosing the product that offers the greatest net benefit (benefits minus costs).
5. Conclude that consumers do not focus solely on price or accept the first product; instead, they evaluate alternatives to find the option that provides the highest consumer surplus.